1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 The Danish Data Archives6 Department of Management, Aarhus BSS, Aarhus University
Differences in consumer reasons and motives for choosing a processed organic food in four European countries are explored by means of a laddering study and controlled for food-related lifestyle (FRL). The main results are reported in the form of perceptual maps based on correspondence analysis. Choice criteria and motives behind choosing organic food differ markedly between countries and so does the use of organic as a choice criterion. The salience of specific associations to organic food is sensitive to the processing level of the food, but the core reasons and motives for choosing organic food seem not to be.
Asia-pacific Advances in Consumer Research, 2006, p. 60-70